He has a dream, that is, to persist in spreading independent coffee culture in the mainland of China, which is full of foreign coffee culture, and to build a unique coffee listed company in China in the near future.

for this dream, he came to China alone, starting from a humble place, taking the lead in bringing his unique coffee culture here, starting from a small shop front and developing into a chain enterprise with more than 31 branches and nearly 1,111 employees. He not only created wealth for himself, but also explained a truth to more people who pursue success with his own experience: never giving up is the greatest success secret of every entrepreneur.

He is Wang Pinjie, the founder of Jack Magic Bean Coffee.

I have nothing, but I still have entrepreneurial dreams

Wang Pin was born in Tainan, the oldest city in Taiwan Province. Like everyone there, Wang Pinjie was hardworking, self-reliant, tenacious and confident since childhood. He only graduated from primary school and entered the society at the age of 13, and finally completed his junior high school education at the age of 19 by working part-time and working as a bar in a restaurant at the age of 18.

at the age of p>23, he has started his own business and opened two tobacco and alcohol discount stores. With extraordinary marketing concept and business ability, in 1997, Wang Pinjie combined the CIS of black and white concept with his passion for coffee, created a unique coffee culture, established Jack Magic Bean Action Coffee Bar, and successively opened several branches throughout Taiwan Province. In this way, Wang Pinjie's road to entrepreneurship seems to be smooth sailing.

However, life is like an undercurrent, and there is also a surge in peace.

In p>2111, a kind of parallel cigarette was popular in Taiwan Province, which was smuggled into the country without paying customs duties. It was deeply loved by Taiwan Province people because of its low price and moderate taste. Therefore, although the profit of selling parallel cigarettes is low, the sales volume is high. At that time, most tobacco hotels would sell this kind of cigarettes.

Wang Pinjie's tobacco hotel is no exception. At the request of customers and in response to the price increase of cigarettes at that time, he hoarded a large number of parallel cigarettes. But the weather is unpredictable, and the gains and losses are only overnight. Soon, Wang Pinjie's tobacco hotel was reported by his peers for hoarding a large number of parallel cigarettes, and was seized by Taiwan Province Kaohsiung Coast Guard at that time.

This blow almost collapsed for Wang Pinjie. Faced with a large number of confiscated cigarettes and a huge fine coming soon, at the same time, some suppliers began to keep asking for arrears, losing nearly NT$ 21 million overnight, leaving the 28-year-old boy on the verge of despair. Seeing that a house that his parents worked so hard all their lives was mortgaged to pay off debts for him, he believed that there was no way out, and began to sell all the stores and vehicles, including Jack Magic Bean Coffee Operation, which was later founded.

after paying off all his debts, Wang Pinjie shut himself up in his room and thought for three days and nights. Then he packed all his luggage and took his only NT$ 411,111 (equivalent to about RMB 1,111,111) to the hometown of the great man he had traveled? Zhongshan City, Guangdong Province, settled in a place called sanxiang town.

Wang Pinjie decided to start with the industry he is most familiar with. Because he has worked in coffee shops for more than 11 years, he opened a simple coffee shop to support himself first. He rented two floors of about 111 square meters near a residential area, and the downstairs was decorated into a cafe, and the upstairs was separated into a room and a bathroom for his own living.

However, due to limited funds, Wang Pinjie's coffee shop is the cheapest location in several nearby streets, and the rent is only 1,111 yuan per month. In this location where almost 21 people pass by every day, Jack Magic Bean Cafe is unique. Wang Pinjie thought, people exchange money for time, but they have no money, so they can only exchange time for money.

But in this way, apart from the rent and daily expenses, he hardly has any surplus, and his three meals a day have gradually become a problem because of the fact that million yuan has already been left because of decorating the store and buying raw materials. Wang Pinjie is once again facing difficulties. If this continues, how can he gradually get back what he lost? How can I succeed in my career? Do you want to do nothing, or change your entrepreneurial thinking?

I have nothing, but I still have dreams. Wang Pinjie began to adjust his strategy and decided to enter the local catering market as a raw material supplier. Soon, he recruited the only employee for Jack's Magic Bean Cafe. He personally taught the girl named Dandan to make coffee, and then handed over everything in the store to her. Wang Pinjie started to run the coffee bean raw material market himself, and the coffee raw material was named after Jack Magic Bean.

The future is a little clearer in never giving up

Many people ask what kind of animal Wang Pinjie looks like, and if he is slightly fat, he will answer that he looks like a pig. But Wang Pinjie said that his vitality is like a cockroach that can't be killed, and he can survive under any circumstances.

But the difficulties that Wang Pinjie encountered at the beginning of his business are far from being imaginable. It takes him five or six hours to go back and forth by bus every day from sanxiang town where he lives, so he has little time to run business, so he has to get up three hours in advance every day to catch the earliest bus.

On one occasion, Wang Pinjie came to Zhongken Building, the hottest building in Zhongshan at that time, with his own coffee ingredients, and visited the store manager in Venice Steak City. Looking at the Taiwan Province guy in front of him, the manager was full of distrust, and even made himself a cup of their blue mountain coffee for Wang Pinjie to drink and asked Wang Pinjie how it tasted.

Wang pinjie said very respectfully. Don't compare, your coffee is definitely better than mine. Because our coffee beans are completely roasted in two different ways, Taiwan Province coffee pays attention to smooth entrance, while the practice here is strong and mellow Hong Kong coffee. However, if you give me a week, I will give you the coffee ingredients you want, and soon you will also accept Taiwan Province coffee. ?

after you go back. Wang Pinjie went to the raw material factory, but the factory dedicated to coffee raw materials in Taiwan Province was unwilling to take risks. Besides, Wang Pinjie couldn't get 111 pounds of goods a month. Desperate, a friend from Taiwan Province called and offered Wang Pinjie a monthly salary of 21,111 yuan as long as he was willing to go to Shanghai as a business manager. More importantly, he could go back to Taiwan Province once every three months.

But Wang Pinjie refused without hesitation. He felt that if he went there, he might never make it in his life. Although his meals are not good now, he firmly believes that he will succeed one day with his professional ability and tenacity.

The next day, Wang Pinjie went to the factory again, using his professionalism and sincerity to persuade the factory to produce the raw materials needed by customers, and the factory also allowed him to owe 11,111 yuan for goods for the first time, which was unprecedented in that factory. A week later, Wang Pinjie sold his first pound of coffee in mainland China.

Wang Pinjie said that doing business is actually about being a man, so as to enlarge business and wealth. Once, the hottest tea restaurant in Zhongshan needed a batch of raw materials that were out of stock everywhere. Wang Pinjie managed to get the goods through a friend in Shanghai, but the purchase price of that tea restaurant was much lower than the delivery price in Shanghai. Plus the air freight, he not only lost money but also lost more than 3D11 yuan. He still pulled this business down.

Then I told the boss of that tea restaurant that a good supplier should prepare a safe inventory for customers in advance, instead of buying short. After this incident, that tea restaurant became Wang Pinjie's biggest customer. Gradually. The goods that Wang Pinjie wants to deliver can't be handled by just one person carrying a hand on his shoulder. He started to buy a motorcycle with a foreign license plate, and he still got up early in the dark every day and drove to a remote alley as soon as he met the traffic police. The hardships and tribulations of starting a business often make this strong and emotional man burst into tears.

Wang Pinjie has a pet phrase: Fat people always occupy the largest area. ? In less than three years, Jack Magic Bean has occupied 41% of the local coffee retail market, and started to market in Zhuhai and other Pearl River Delta markets. By this time, Wang Pinjie had already owned his own coffee and food processing factory.

At the same time, after several adjustments, the business of Jack's Magic Bean Cafe began to improve. In the past, the alley where few people passed by was gradually bustling because of Jack's Magic Bean Cafe, and many repeat customers even came to this town for coffee.

Let every city in China be filled with coffee fragrance to magic your life? It is the slogan of Jack's Magic Bean, and Jack's Magic Bean itself is a magic show that is constantly changing.

In p>2113, Wang Pinjie and his Jack Magic Bean ushered in a real turning point. At that time, the working environment of the cafe and the restaurant production line were overloaded and could not afford any more customers. He boldly redecorated it with unique cool colors and post-modern minimalist style, creating a cafe that surprised everyone at that time.

Just when he used the latest style to build a new store, SARS began to ravage China, and the performance of Jack Magic Bean dropped by about 51%. Crisis is also a turning point! Wang Pinjie simply went around to constantly cultivate the local people's habit of drinking coffee, such as buying coffee beans to send coffee machines, and promoting his coffee culture by implantable marketing means, so as to drive local people to drink coffee at Jack's Magic Bean, thus gradually changing the status quo that coffee shop customers are mostly from Hong Kong and Taiwan. He said that coffee can be on an equal footing with wine and tea in cultural concept.

There is no such thing as a good cup of coffee. Only the coffee that suits you is the best coffee. In Jack's Magic Bean, all customers are looking for the cup of coffee they need. To this end, Wang Pin Jie specially launched a? Personalized coffee? If the customer wants fragrant and strong coffee, the service staff can also bring out the corresponding coffee beans, for example, make a cup of your favorite coffee by using the strong mandolin and the mellow Brazil.

besides, what else does Wang Pinjie have? A? A dollar? Concept, almost all cafes will charge customers a dollar for paper towels, but Jack Magic Bean won't. From thousands of books placed in restaurants to women's sanitary napkins placed in a bathroom, people will feel warm and intimate all the time.

Perhaps, for many people, attachment to Jack's Magic Bean is not only a desire for the pure and fragrant coffee here, but also an attachment to the extraordinary space here. Wang Pinjie placed a lot of books at the entrance and stairs, which made customers feel awe as if they were in a library and consciously whispered. Books, newspapers, magazines, movies, humanistic music, unlimited internet access, unlimited headphones, etc. all meet the needs of different customers.

the business philosophy makes the brand expand in Zhang Zhilu. The story of Jack's Magic Bean was known by more and more people, and many like-minded entrepreneurs asked to join. Wang Pinjie took advantage of the situation and humanely exempted all franchisees from the initial fee of 211,111. Soon. The first, second, tenth and twentieth Jack Magic Bean Cafe opened in the Pearl River Delta, and stepped out of Guangdong to a broader stage.

in March p>2119, the second brand of Jack Magic Bean? Pandora became a mobile coffee shop and opened in Shanghai. So far, Jack Magic Bean has more than 31 branches. Wang Pinjie said that his dream has only taken a small step, but his insistence remains unchanged, that is, to make the coffee fragrance of Jack's magic beans float to every corner. He firmly believes that, one day, Jack Magic Bean can be listed successfully like Starbucks and realize global operation.